Join Michael Brenner, VP of Marketing and Content Strategy at SAP, as he offers an in-depth look at what it takes to create a successful content hub for your brand. Michael will also explain the relationship between getting found (SEO), getting shared (social media) and getting leads (conversion), and he will show how effective content drives this relationship.
Michael's own experience leading SAP's groundbreaking content marketing strategy makes his insights exceptionally valuable for every B2B marketer. if you want to know what it really takes for a brand to think and act like a publisher, this is the first place to start.
Storytelling is old as we are. Social media allows us to tell stories in exciting and challenging new ways.
And it’s not really about the stories, is it? It’s about the emotions.
At this point, technology was the enabler…
But now, it’ content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…
Ignore banner ads
They are looking for brands who don’t just perform what is expected, but who go the extra distance. Dave Grohl from Foo Fighters doesn’t just write the lyrics, sing the songs, play the guitar, he also pours his fans a beer.
OK, so know you know why I believe that content marketing is the best way to reach new buyers in B2B. How we need to touch our buyers with content that is surprisingly informative and helpful. Let me tell you about the challenges we faced at SAP.
I also did some analysis of search patterns in our solution areas and found that in almost every one of our product categories, the number of unbranded searches far outweighs the number of branded search. Think of this as a litmus test for brand affinity. It’s more than a measure of awareness but a measure of how well people act on awareness.
Nope. Look at this. For every 1,000 visitors, we get one visitor to our website who didn’t already know us. This helped me tell the story to our senior execs that we are not answering our customers biggest questions and we are showing up quite late in the buying process.